Working with the way you are
Over the years, I kept noticing something that ‘shouldn’t’ be true - but made complete sense to me.
The more capable and dynamic the business owner, the less likely they were to find traditional coaching helpful.
Not because they didn’t need support - but because they needed something different.
I experienced this myself.
I left my first experience of coaching feeling worse - not clearer.
Because when it doesn’t work, the assumption is: it must be me.
I wanted to be the kind of coach I knew I needed.
I realised that traditional coaching simply isn’t designed for the way most business founders think - fast, intuitive,
innovative - or the unique inner challenges that come with it.
So I stopped trying to make people fit the models I’d been trained in - and started working with how they actually operate.
Bringing performance from inner alignment - not pressure or external rules.
What that means in practice is understanding how you are wired - and building from that.
Not to change you, but to harness how you are designed to function at your best.
It runs counter to most of what we’re taught growing up, at school, and in early working life -
so it often involves stripping back habits that feel hard and are draining, yet have become automatic.
And going beneath the surface — to the core of how you think, respond, and express yourself at your best -
where your natural energy comes from and where your sense of purpose sits.
Over 15+ years working with business owners, I’ve seen this pattern repeatedly —
and what shifts when you stop working against yourself is profound.
I bring 15+ years of working with business owners, founders, and self-directed professionals — people who are already performing, but carrying more internal cost than they should be.
Before coaching, I spent years in commercial brand-building — including senior roles at Propaganda and Illamasqua, working across UK and international markets. That background shaped how I think about performance, identity, and what it actually takes to build something.
I hold PCC credential status with the International Coaching Federation, with specialist training in ADHD and cognitive wiring. I work with people who think and operate differently — and for whom conventional coaching has never quite been the right fit.
My work tends to resonate with experienced business-builders — people who know their worth, but have come to realise it shouldn’t feel this hard.
If this feels familiar, you’ll recognise it.
And you’ll know when it’s time to look at things differently.